Brain Waves Blog

In light of shifting demographics in higher education, marketers are increasingly asked to reach and influence new types of prospective students—students difficult to reach using traditional higher education marketing tactics *cough* list buying *cough.*

For several years now, great schools (like University of Central Florida) have been recruiting and training student influencers. At Juniata College, we do the same and have been for several years. Much to our delight, some of our student influencers have gone on to become social media and marketing managers at nonprofit organizations, visitors’ bureaus, colleges, and agencies across the U.S., which led us to some unanticipated partnerships lasting well beyond graduation.

ROI. Everyone likes to ask for it, yet few report it. That’s because it’s hard to quantify both sides of the Return on Investment equation in higher education. The investment should be easy enough: staff time, software, marketing expenses, supplies and materials, vendors/consultants are the most common components of an investment. The return poses more difficulty, as it can take years to materialize (e.g., a major gift, a life-long donor, or an enrolled and retained student). But Campus Sonar and EverTrue are up to the challenge. Let’s talk about the ROI of social listening.

Y'all, it's been a year.

You could read that sentence in a variety of ways. Literally, it's been one year since we launched Campus Sonar, and 371 days since Emily and Amber joined me on this wild ride.

Even if you haven't seen the musical "Hamilton," its songs and memes are hard to escape.

You've likely seen the one in which Alexander Hamilton's political rival Aaron Burr tells him to "Talk less, smile more." Though not a motto I tend to live my life by IRL, it's the first thing that comes to mind when considering the importance of social listening for strategic marketing and communication.

Whether your executive leadership is socially savvy or not yet up to speed on "the Twitter," it can be challenging to explain the concept of social listening. Some of the challenge can be chalked up to the presence of social in the term. It's not surprising that their mind may immediately jump to Facebook/Twitter/Instagram/Snapchat and the efforts they've heard about chasing followers and engagement rates. In many cases, these social media efforts haven’t been tied to strategic priorities or value to the organization. That's a problem for another article, but the challenge remains: how do you talk to executives about social listening?